Friends of the Earth ran a campaign to influence the UK Government’s bill on waste and recycling.

Philosophy/Solution

The battle of whether recycling is a desirable idea has been won in the minds of the public and yet there is a disconnect between knowing something is a good and acting upon that belief. We aimed to make people care about recycling for a reason beyond simply the environmental consequences.

Results

Over 1 million views so far and a truly viral campaign. The film has been sued in many different contexts and to numerous audiences all with the same goal of changing people’s emotional response to recycling.